自媒体时代,舆情环境变得更加复杂多元,网络意见领袖们在公共事件中发挥着不可替代的舆情引导作用,其议程设置的功能更加凸显。但随着互联网环境的变化,意见领袖设置议题的内容和方式也随之演变了独特的发展轨迹,呈现出一些新的特点,形成不同话语主体间利益博弈的格局,为网络舆论环境治理带来新的挑战。 Since the media age, the public opinion environment has become more complicated and diversified. Internet opinion leaders play an irreplaceable role in guiding public opinion in public events, and their agenda setting functions are more prominent. However, with the change of the Internet environment, the contents and methods of the opinion leaders’ setting of topics also evolve their unique development tracks, showing some new features and forming the pattern of interest games among different discourse entities, bringing about the environmental public opinion governance new challenge.